Client description
- Building product manufacturer
Project Objectives
- To create a picture of the market segmentation of housing associations in the UK by size of estate, type of housing, age of the housing stock, association group structure
- To gain an understanding the key people within the decision-making committee on passive fire requirement
How we met objectives
- Evaluated desk research information sources to profile the market and identify the top housing associations
- Conducted in depth telephone interviews with 12 senior decision makers from within the top 80 Housing Associations
- Created marketing propositions and buyer personas from data collected
Benefits for the client
- Comprehensive profile of the UK Housing Associations
- Identification of opportunity and areas of potential within the HA market to implement targeted marketing.
- Utilise marketing value propositions and buyer personas to define product strategies